The challenge was to transmit the campaign concept via mobile phones. A game was developed using the same TV spot iconography and following the “easy going yet serious” concept of the campaign. The game could be downloaded for free. Considering the objective of attracting user attention, a campaign was developed where a picture of the user was taken, sent through a comic image filter, and re-sent by MMS to the mobile. The service provided a tangible conceptual experience for the campaign, and all on a user’s mobile phone.

The challenge became transmitting the campaign concept to the mobile phone with the objective that it be distributed through this medium. As part of our response to this challenge, we developed a game using the same iconography and following the “easy going yet serious” concept of the campaign. The game could be downloaded for free via Bluetooth, through a short number, or by the user receiving it via SMS after filling out a questionnaire with user details. Considering the objective of attracting user attention, a campaign was developed where a picture of the user was taken, sent through a comic image filter, and re-sent by MMS to the mobile. The service provided a tangible conceptual experience for the campaign and for the user, and all on a user’s mobile phone.

Over 21,000 games were downloaded via Bluetooth and over 13,000 users participated in the comic interactive photo campaign.